Levi s dockers creating sub brand

Reported revenues were driven by sales growth in the Asia Pacific Region and for the new Levi Strauss Signature brand, as well as stronger foreign currencies. The Dockers media strategy used spot television in all 11 targeted markets. Launch ads featuring the new slogan and logo gave equal time to both male and female styles and took place in iconic San Francisco locations, such as on a cable car by the waterfront.

As a privately held company, it does not divulge profits. The company tested in-store displays with focus groups in New York and San Francisco.

His handwriting is tiny and meticulous. This was followed in in an agreement with Olivet International to market luggage and travel accessories. Levi Strauss Signature targeted the million U. The centerpiece of the new Dockers Khakis campaign was a series of slick and sexy television commercials that were in complete contrast to the original Dockers spots featuring men relaxing amongst friends and "being themselves.

An advertisement for the Mobile Pant displayed the pants features using a spy movie premise.

Joined by at least one senior manager, groups of 20 employees discussed their vulnerabilities, shared their deepest fears, even composed their obituaries. In he developed the Levi Strauss Mission and Aspirations Statement, which promoted teamwork, trust, diversity, empowerment, etc.

These spot advertisements gave Dockers a quick and efficient approach to their strategy. Dockers, as the name was later shortened to, was one of the most successful new product introductions of the s in the clothing industry.

Though still a billion-dollar brand, Dockers sales in were hovering near the mark set in So determined is Red Line to remain underground i.

Once again, what began as a well-intentioned project morphed into a monster. When the firm went public inits offering prospectus made corporate history by warning that profits might be affected by a commitment to social programs. Not incorporating this technology into the pants hurt the company.

Are they well-positioned to maintain their strong leadership status in the coming years? When the company abandoned its online advertising scheme, McSpadden lamented, "We dumped a lot of money into the Internet.

Portfolio of brands VII. Between andjeans retail volume had decreased by 11 percent while slacks volume had increased by 19 percent. The company continued to close plants, and by it had shuttered all of its U. It created the Advanced Innovation Team, who researched materials and ways to make them better.

It has also blend an essential trade good acquirable to defense worker during WWII.

She notes that his pants conceal mobile devices such as a cell phone and a PDA, which are invisible to the naked eye. How did it fit in with Levi? Within the jeans market, competition had intensified at the same time that consumer demand began to fall.

To help employees evaluate their aptitudes and handle the imminent changes, the Brigade put together a page handbook called Individual Readiness for a Changing Environment. Thorough research was done which led to the distribution of their product in stores that most males in the age range years old shopped.

He speaks in paragraphs of elevated diction; an off-hand conversation can sound like a lecture. Both the Recode and Slates brands were eventually streamlined into the Dockers Premium sub-brand, which offered both high-fashion and high-tech styles.

Launching Dockers to the Consumer 5.

Consumer testing revealed that double pleated pants were the favored among men, as were hemmed and cuffed pants that did not require additional tailoring. In addition they financed high image department stores for advertising and other promotional activities.

Dockers Advertising Strategy 4. In describing the product, Dockers noted that similar Teflon technology was used in the spacesuits worn during the Apollo moon flight. Not only was Dockers doing this change at a reasonable price in a new category, but they were doing it in a way in which they were the influence for other brands.

Ad tag lines included: These pants had a special fabric and finish that gave them a "straight from the dry-cleaner" look, including a permanent crease, right out of the dryer in contrast, the company noted that "wrinkle free" pants often needed to be ironed to make them look crisp and clean.

And I like the way they look in those pants.Brand Management Case No. 4 DOCKERS: CREATING A SUB-BRAND INTRODUCTION In the spring ofLevi Strauss & Co.

(LS&Co.) was flush with its success in the blue jeans market.

The company’s star campaign, called “ Blues,” had recently brought new vitality to the company after several failed expansions into other.

"The mistake we made was to make one brand for everyone—it ended up being nothing to anyone," says Robert Holloway, who heads Levi's U.S.

youth market division. The company is now creating a portfolio of brands and sub-brands, each targeted at a different "tribe," in Levi's language. The Dockers® brand has likewise been innovating work in creating the best experience for consumers around the world, as well as their support for the communities in which we do business.

If you’re in marketing, you may have heard the terms sub-branding and brand extension. But what’s the difference? Well, there’s a big difference. „Dockers: Creating a Sub-brand“ Report 1. How would you characterize Levi´s branding strategy in general?